Sony Group Corporation paid ¥68 billion ($464 million) for a 2.5% stake in Bandai Namco Holdings Inc., part of a strategic alliance targeting the booming global anime market. The Japanese electronics giant acquired 16 million shares from existing shareholders, making it the fourth-largest shareholder in the entertainment company behind Pac-Man and Elden Ring franchises.
The partnership reflects Sony’s broader push to maximize intellectual property value across its entertainment empire. The companies plan to leverage their combined strengths to expand fan communities worldwide and create what they’re calling “new and emotionally moving experiences” for audiences.
Bandai Namco will tap into Sony’s production and distribution capabilities in anime and video content, as well as merchandising, to expand works and services based on its IP portfolio. The collaboration extends to joint development of anime and manga properties, technical cooperation on experiential entertainment, and shared investment in fan engagement technologies.
The deal positions Sony to capitalize on rapid growth in the anime sector, where global audiences increasingly consume Japanese content across multiple platforms. Sony already owns anime streaming service Crunchyroll and has been acquiring entertainment assets to build what executives call its “Creative Entertainment Vision.”
For Bandai Namco, the alliance provides access to Sony’s global distribution network and production expertise. The company has been pursuing what it terms an “IP axis strategy” to extract maximum value from its character franchises across games, merchandise, and media adaptations.
Sony has acquired over 100 companies throughout its history as it built its entertainment conglomerate, with major moves including CBS Records in 1988 and Columbia Pictures in 1989. The Bandai Namco investment represents a more measured approach compared to Sony’s recent gaming acquisitions, including the $3.6 billion purchase of Bungie in 2022.
Both companies already collaborate on various projects spanning games, anime and music. The formal alliance expands this relationship across a broader range of entertainment categories as Japanese content gains global traction.
